- A new eight-person unit has opened at Time Inc. to focus on native advertising.
- Individual magazine brands have been developing native ads for some time, but the new unit will develop native campaigns across the publisher's 25-title portfolio.
- The initiative to build a publisher-wide native ad unit was led by the newly appointed executive VP of sales, Mark Ford.
Native ads are huge business for publishers, so it makes sense to have a team focused on the tasks. Also, developing campaigns that run across multiple Time publications could attract the eyes of a lot of advertisers who are looking to get the most bang for their buck. The team can also have the big-picture view to make sure native ads are following the same set of rules across all publications.